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Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
Niklas Jonason
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Niklas Jonason

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Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

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  • 1. Advertising Strategies for What are advertisers Local News Web Sites looking for? Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden INMA, Copenhagen, February 2010
  • 2. What is strategy? “…how a battle is fought is a matter of tactics: the terms that it is fought on and whether it should be fought at all is a matter of strategy.” Wikipedia
  • 3. What advertisers want in print! Attention Interest Desire Action
  • 4. Develops swedish media houses
  • 5. Acting together
  • 6. “Hybrid media”!
  • 7. Customer case: Mediamarkt TV Print Banner Kampanjperiod: mars 2009 (5 dagar) Print:1 st. uppslag TV: 168 visningar a’ 20 sek. Web: 214.000 exponeringar
  • 8. TV Free 0,42 b € 0,2 b € Internet 0,5 b € Newspaper 0,67 b €
  • 9. We get a market of 1,79 b € instead of 0,67 b € (total 2,7 b €) IRM Forecast 2010
  • 10. Daily media consumption TV Radi o Morning newspapers Internet Evening newspapers
  • 11. What advertisers want on Internet! Attention Interest Desire Action
  • 12. Share of 0,5 b € Internet advertising 40% 30% 30% Source: IRM
  • 13. Top ten last week Millions Engage- uwb/w Loyalty ment 1.  Microsoft msn.se network 9,7 5,7 5,4 2.  Schibsted aftonbladet.se evening newspaper 5,2 4,7 3,6 1 aggregator 3.  Schibsted Blocket.se Classifieds 3,6 3,1 19,3 4 news 4.  Wyatt Social Networking sites 3,4 4,5 4,9 5.  Eniro.se Yellow Pages 3,2 1,9 5,6 2 social networks 6.  Schibsted Hitta.se Yellow Pages 3,0 2,2 3,0 7.  Aller Social Network 2,6 4,0 4,2 1 classifieds 8.  Tidningsnätet network of local news sites 2,4 3,5 3,3 2 YP 9.  Bonnier Expressen.se evening newspaper 2,2 3,5 4,8 10.  Bonnier-Stampen bundle 3 metro news sites 1,9 3,5 3,7 + Google, FaceBook, YouTube…. Source: KIAIndex - JIC for Internet advertising
  • 14. Ad strategy for news site in local media house 1.  An attractive product 2.  Premium ad offering 3.  Classified offering 4.  YP offering 5.  Context based ad offering 6.  MSB Brook
  • 15. •  ”Internetsäljare är happy loosers, spelberoende, förlorar 90% av sin tid, måste dela med sig i jakten, måste ta ett nej som en medalj och måste överträffa oddsen” Kyoo Kim, VP sales MSNBC.com
  • 16. 1 The product
  • 17. Editorial product   News   Niche   Near   Ntertainment
  • 18. News creates traffic   Newspaper circulation: 37 100   Web site: 171 000 uwb/week   Loyalty: 4,8 Engagement: 4,0 January 25rd-31st 2010
  • 19. News-team of vk.se in year 2000
  • 20. Getting closer
  • 21. 25-40% of total ad income comes from real estate, car dealers and recruitment
  • 22. Homes
  • 23. Cars
  • 24. Economy/jobs
  • 25. Travel
  • 26. Hyper local ad formats ●  Classified ads on postal number ●  Car dealer, real estate, recruitement ads on postal number ●  Self service ads for SMEs and associations on postal number ●  Online catalogue service on postal number ●  Family ads on postal number ●  Sponsored hyper local weather service
  • 27. 2 Premium ads
  • 28. Premium ad offering
  • 29. Useful premium ads
  • 30. 3 Classifieds
  • 31. Lokus
  • 32. Lokus 2009 10% 165 k kr/m 3,7 k obj/v 3% 5% 79 k kr/m 50 k kr/m 9% 1,4 k obj/v 1,8 k obj/v 160 k kr/m 2,7 k obj/v 8% 75 k kr/m 3% 1,4 k obj/v 31 k kr/m 4% 1,9 obj/v 109 k kr/m 10% 2,1 k obj/v 71 k kr/m 2% 3,3 k obj/v 31 k kr/m 4% 1,9 obj/v 8% 63 k kr/m 101 k kr/m 2,5 k obj/v 8% 1,9 k obj/v 33 k kr/m 1,4 k obj/v 8% 86 k kr/m 8% 5% 2,1 k obj/v 57,7 k kr/m x kr/m 3,4 k obj/v 0,4 k obj/v 4% 8% 5% 24 k kr/m 94 k kr/m 52 k kr/m 2,6 k obj/v 4,4 k obj/v 2,4 k obj/v
  • 33. Family ads
  • 34. Lokus fight
  • 35. 4 Constant prescence
  • 36. The majority of swedish companies have no interactive web site Schwedische Firmen ohne Interaktive web site > 10 Angestellte 78% •  älla: SCB 2008 K < 10 Angestellte 90%?
  • 37. Packaging
  • 38. Constant prescemce
  • 39. 5 Context ad offering
  • 40. Context ad
  • 41. 6 MSB Many Small Brooks
  • 42. MSB – Many Small Brooks
  • 43. Revenue online 2008 Millions Revenue Revenue uwb/w m€ per visit 2010 Loyalty 2008 2008 Expressen.se evening newspaper site 2,2 3,5 8,7 0,03 € vk.se local news site 0,17 4,8 0,8 0,03 € sn.se local news site 0,03 3 0,31 0,06 € bt.no local news site (Norway) 0,11 1,7 9,3 0,2 €
  • 44. Hur når du dina kunder? = 296.000 Genom NT, Extra, nt.se och 24nt når du 296.000 dagliga kontakter* Ring 011-200 000 för att synas på rätt sätt! *Källa: Orvesto, Hermelin. Antalet dagliga kontakter.
  • 45. Tack!
  • 46. What are advertisers looking for? Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden INMA, Copenhagen, February 2010
  • 47. •  Jmf int/besök •  Konvertering avslut •  Städa upp katalog •  Städa upp hela

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